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2013 MDCH Directors Award Entry

Project Background

Ottawa County Department of Public Health (OCDPH) has worked on a Beach Health

campaign with the Great Lakes Restoration Initiative. Support for this project has been provided

by the Michigan Department of Environmental Quality, Water Resource Division Grant Program,

under Award No. 2011-7211. OCDPH created a communications and marketing plan to promote

and increase awareness among residents, tourists, and all other beach goers on preventive steps to

reduce recreational water illnesses. In addition, this project highlighted and directed the public to

the OCDPH Beach Watch program, which tests 16 public beaches throughout the summer for E.

coli levels. More information on this campaign can be found at www.miottawa.org/beachwatch.

Beach Health 2013 Educational Campaign

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Our key message on recreational water illness prevention

Do not feed the birds

Keep pets off the beach

Use the restroom before swimming

Do not swallow lake water

Wash your hands with soap and water before eating

Do not swim in water that smells foul

Shower when you return home

Avoid swimming immediately after heavy rainfall

Criteria 1

Contribute to a positive outcome in the health status of community residents.

Public Health officials are concerned with water recreational illnesses to keep our communities

healthy and safe. Ottawa County has beautiful beaches! However, natural bodies of water contain

microorganisms regardless of how clean or clear the waters look. According to the Centers for Disease

Control and Prevention (CDC), germs that cause recreational water illnesses are spread by swallowing,

breathing in the mists or aerosols from, or having contact with contaminated water in swimming pools,

water parks, hot tubs, interactive fountains, water play areas, lakes, rivers, or oceans. Contaminates

include rain and agricultural runoff, animal excrements, and faulty septic systems. Ottawa County

Department of Public Health implemented the Beach Health campaign to encourage community

residents to take preventive steps and minimize health risks.

Criteria 2

Demonstrate a spirit of collaboration and resource sharing.

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The Beach Watch water testing program has been on-going for several years. Our most recent

educational Beach Health campaign started in April, 2013 and continues to be promoted throughout

Ottawa County and other regions to-date. This project has been made possible by collaboration with K-

12 Ottawa County schools, Grand Haven and Holland State Parks, West Coast Chamber of Commerce,

Michigan DOT Welcome Centers, BeachNet iServe, University of Michigan Center of Excellence for

Great Lakes and Human Health, Marquette County Health Department, Niagara Region Public Health,

CDCs Health Promotions (materials posted on the CDCs website at http://1.usa.gov/1vsXjHj) and

many other partners who helped promote Beach Health to the public.

Our partners also helped distribute marketing materials, such as 4 x 9 rack cards, 11 x 17

posters, and promotional products (can coolies and beach pails with shovels). Several Beach Health

public service announcements were provided by WHTC radio station, WOOD radio news, WoodTV8

and editorials by West Michigan Woman Magazine, Michigan State Universitys Great Lakes Echo,

Detroit Free Press, and the Holland Sentinel. In addition, resources were allocated for paid advertising to

On-the-Town Magazine (June-Summer Fun Guide and July-Gas Tank Away issues), Lakeshore Urban

St. Magazine (Summer Kick-off and Mid-summer issues), Grand Rapids Family Magazine (Summer

Activity Guide issue), Holland Max Bus interior billboards, and Grand Haven Harbor Transit trolley and

bus interior billboards.

Criteria 3

Demonstrate the use of the best available evidence in making informed public health decisions to ensure

the effectiveness of processes, programs, and interventions.

According to the CDC, in the past two decades, there has been a substantial increase in the

number of recreational water illness outbreaks associated with swimming. In order for OCDPH to

address this outbreak issue and make the best informed public health decision, our Department re-

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evaluated our Beach Watch water testing program. The time lapse (of at least 24 hours) between water

sampling and the test result postings of those samples was a challenge to ensure timely and accurate

information to the public. After collecting data, our research showed that the surges in E. coli are short

lived. In addition, we found that in 99% of instances, the day that an advisory was issued, the beach

water was actually below the "300 E. coli per 100 milliliters of water" threshold. Our Department knew

the results were from water collected on the prior day and at the same time, felt a civic responsibility to

issue an advisory for the purposes of protecting public health. Evidence from our research guided our

Department to develop a more efficient and effective process. OCDPH is no longer issuing outdated and

inaccurate advisories. Test results are still posted online (www.miOttawa.org/beachwatch) so the public

can make informed decisions about water quality. In addition, we have centralized our focus for beach

health on communicating messages that increase awareness and prevention of recreational water

illnesses, based on CDC and OCDPH research.

Criteria 4

Be sustainable and replicable in other communities.

Recreational water illnesses are a health concern for any community. The Beach Health

campaign project has clear messaging and marketing materials, which can be replicated by any

organization. Elements of the campaign have already been adopted by the University of Michigan

Center of Excellence for Great Lakes and Human Health, Marquette County Health Department,

Niagara Region Public Health, and several others.

Criteria 5

Demonstrate a new or innovative public health program or initiative.

A picture is worth a thousand words (see below).

Have Fun! Beach Health Campaign

http://www.miottawa.org/Health/OCHD/pdf/Prevent_Water_Illness.pdf http://www.nphic.org/awards-print-graphic-specialty-winners-2013 http://www.cdc.gov/healthywater/swimming/resources/other-partner-materials.html#printmaterials Materials posted on CDCs RWI website

WJQK Star105

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